The world is on the cusp of major changes in mobile communications and marketing, heralded by the introduction of the iPhone and similar devices such as the Blackberry, Android and Palm Pre.

In March 2009, there were one million iPhone users in the UK, and with Apple expecting ongoing surges in sales, the iPhone is clearly an area ripe for exploitation by B2B marketers.

The big opportunity is in applications, or apps. Many are free, giving their developers an advantage in taking market share or establishing leadership in the mobile space, allied to the kudos of having their logos and company names on Apple's App Store.